21 Best Welcome Email Examples to Engage Customers in 2019

The success of your customer onboarding flow relies heavily on the first few touches, and it starts with your welcome email.

What is a welcome email

A welcome email is one of the first impressions your brand makes. A friendly hello to connect with new customers and encourage them to interact with your product or service.

Your welcome email should be informative, clear and actionable. The examples in this post cover a range of approaches. Some might work great for your business, and others might not. Testing, as always, is highly encouraged.

Why welcome emails are important

One important thing to remember, open and click rates do not measure the success of your welcome email.

Welcome Email Examples

Uncertainty is a conversion killer. New users usually want to know how your product or service works before diving in. Airbnb’s welcome email alleviates anxiety by providing clear guidelines on how things work.

It provides you with a clear introduction to their features:

find a home

explore experiences

travel with confidence

become a host

All sections are visual, showing people having a good time. Descriptions are concise and actionable, with relevant CTAs.

Instead of using a CTA asking people to “Book Now,” the CTA prompts them to “Explore.” It’s non-committal and friction-free.

Away, the first-class luggage brand uses a welcome email to describe and share their values and authentic passion for travel. And right from the start, they demonstrate customer-first approach by talking to travelers about what they needed on the road.

Invision’s welcome email is all about showing, not telling. They provide three handy videos to help you understand and make the most of your Invision experience.

Highlighting that their customers include well-known brands and experts who are admired for their design and customer experience, helps to establish trust and credibility with the reader quickly. This, in turn, encourages the customer to use the product.

Clear and actionable copywriting drives your attention towards Invision’s value propositions and benefits, showing the customer what they can achieve with the product.

This simplistic and visual approach aligns with the narrative and the essence of the overall product.

Pipedrive uses several welcome email best-practices to engage readers and encourage them to take the next step in the journey. They bet on social proof, and they have good reasons to do it because it reduces anxiety and quickly builds trust.

But, Pipedrive doesn’t stop there. They take persuasion to another level by using their ratings [#1 CRM Software] to show off the excellent quality of their product and quickly establish trust and credibility.

Next, they share an explainer video that shows everything you need to know about the product.

It quickly jumps into the perks you’ll get from the Starbucks Reward program.

It includes clear and focused copy that’s interlaced with beautiful visuals and illustrations.

All the elements suit each other for a smooth welcome email.

But wait, there’s one thing missing! There are no clear CTAs. Although this welcome email example is informative, CTAs could be added to each section. After all, your emails should always be targeted towards a specific action.

Pro tip: Think strategically about the call to action in your welcome email. Also, when your email gets lengthy, don’t hesitate to sprinkle several CTAs at strategic locations. The best option is to tie one CTA to each section.

How to write a great welcome email

We’ve reviewed hundreds of welcome emails from different industries to provide you with this welcome email collection. With such extensive research behind you, it’s easy to identify what it takes to craft the perfect welcome email.

Create an automated workflow to easily visualize and design your welcome email and the following steps in your customer journey. This way you can monitor the performance of your campaign and quickly identify opportunities for improvement.

Ensure your welcome email is displayed in the local language of your reader to increase engagement rates. The easiest way to do so is by using Vero’s multi-language campaigns.

Play with language and keep it fresh when writing content for your emails. Introduce your personality and ensure it’s consistent with your brand tone-of-voice. Stick to the point and always refer to one thing at a time.

Think strategically about the call to action in your welcome emails. Consider your overall objective. What action do you want people to take? If your email gets lengthy don’t hesitate to sprinkle additional CTAs at strategic locations.